The measurement of user behaviour using free non-Google tools

Schnelle, Alexander; Weideman, Melius

Published Online

Schnelle, A. & Weideman, M. 2014. The measurement of user behaviour using free non-Google tools. Working Paper, Munich University of Applied Science, Munich. Available online:

The number of websites available on the Internet is increasing by the hour, resulting in more competition for user attention between them. Before improving a website, it is important to know who the users are, how they interact with a website and what their preferences are. For collecting this kind of data, Web analytic tools are often used as instruments. Google Analytics is an industry standard, and probably the most well-known one. Alternatively there are many other free, non-Google tools available for online measurement.
The purpose of this research project was to compare some of these free tools. They were identified and tested, their tracked data was compared, as well as their user friendliness and accuracy. A number of usable, free, non-Google Web analytic tools were found. They mostly differed in the way they track data. The main difference was in the display of the data. Every user should base a decision on which tool to use on his/her personal preferences of data presentation, and needs.
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